8 March 2010
ANOTHER COLD ACTIVATED PRODUCTION BROUGHT TO THE UK BY COORS LIGHT – THE WORLD’S MOST REFRESHING BEER
Know when it’s ice cold refreshment…
Coors Light is set to refresh UK shoppers and drinkers alike with the launch of the new Cold Activated Can; part of our ongoing commitment to improving the quality of beer in the off-trade and delivering an ice cold in-home drinking experience.
The exciting new Cold Activated Can features temperature sensitive Rocky Mountain logos on both sides of the can which turn blue when the beer is ice cold and ready to drink. This new design sees a much larger area of cold activation built into the Coors Light branding and is the latest step in unifying our global brand on its Extraordinary Brand journey.
Coors Light UK Brand Director, Jeremy Gibson said:
“Our drinkers are already demonstrating just how much they love the ice cold, light tasting refreshment that only a Coors Light can deliver; and not only is the brand in 40% growth in the Off Trade but households are spending an additional £1m on Coors Light and 20% of Coors Light drinkers are new to the lager category, adding more great value for our customers.
We want every Coors Light Drinker to always be able to enjoy Coors Light when it’s as cold as the Rockies. The Cold Activated Can is an exciting new innovation that guarantees when that time is and creates new opportunities for us to build awareness and trial with shoppers who are moving towards lighter tasting lagers.”
The launch will be announced to consumers, shoppers and customers with a special re-edit of our successful 2009 Coors Light TV spot, going live across UK TV networks from Thursday 11th March for a 4 week campaign.
The new Cold Activated can format will be advertised alongside the Cold Activated bottle - itself heavily supported across 2009 and into this year with advertising, glassware deals, 'Peak Points' rewards packs and a range of exciting new SKUs. We'll continue to invest in retailer-partnered promotions across 2010 as our customers enjoy the added value which Coors Light’s premium, light-tasting refreshment brings to the beer category.
To find how Coors Light can make you more money, call us on 0845 666 8000. Make sure you don’t miss out on a world of refreshment.
Visit us at www.coorslight.co.uk
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Notes to Editors
Coors Light, now brewed in the UK for British consumers, has been refreshing America’s beer drinkers since 1978, and all over the world celebrates the upbeat, sociable spirit of Colorado’s Rocky Mountains – the worldwide home of Coors Light. Coors Light is less than 100 Kcal a bottle (88 Kcal per 275ml bottle)
Molson Coors (UK) has over 2,000 employees in the UK and breweries in Burton on Trent, Alton and Tadcaster. It is the UK arm of Molson Coors, the Global Family Brewer and has a market share of over 20% of the UK beer market. Our portfolio includes Carling, the UK's best selling lager for three decades, Coors Light, Grolsch, Worthington's, Caffrey's, Sol, Cobra and a range of speciality beers.
Contact details for further information
For further information: visit http://www.molsoncoors.com/about-us/company/molson-coors for a full Molson Coors company fact sheet or call Kristy McCready – Commercial Communications Partner on 01283 513211 or email kristy.mccready@molsoncoors.com
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